DW: Analysis of 3 Music videos

Shy FX – Raver (Ft. Kano, Roses Gabor & Donaeo)

Representation:

This video promotes the artists and the genre of music via visual representation of them in clubs and performing. Their star image is also reinforced by shots of other big names in the industry for example Chase & Status, Pete Waterman, Plan B and B Traits – helping build their fame with the fame of others. The video is very cosmopolitan; there are shots of people from all different races and ages coming together via the music and having fun, helping create a positive vibe for the artists.

Many social groups are represented within the video, all positively – they are represented as integrated and as one, both male and female - reinforcing the notion that everyone is equal. This also helps construct the image that every listener/producer/promoter of drum and bass music is considered as equal perhaps, and this video shows these people enjoying the music and the culture. The positive representation of people all ages, ethnicities and genders helps reinforce the modern dominant ideology that everyone should be treated as the same - I believe the artists have done this to display to listeners and viewers that the drum and bass scene upholds dominant ideologies of society just as much as other institutions.

Institution and audience:

This video would be consumed via music channels on TV as well as internets sites such as YouTube, Facebook etc. Drum and bass songs rarely have music videos, especially in this montage format even though the song represents the very mainstream side of the genre it still helps promote it none the less. The video helps capture a wider audience and attracts new listeners to drum and bass music due to the broad platforms it is broadcast on (at least compared to most other drum and bass songs).  

In terms of institutional context; Digital Soundboy Recordings (created by Shy FX and B traits) are one of the biggest and first labels in the genre, this video therefore helps build recognition of the label further, as well as all artists involved. Famous artists featured in the video are also promoted simply by the fact they are associated with the label and featured in the video.

Chris brown & Benny Benassi – Beautiful People

Media Language:

The social message for this video I believe revolves around main themes of enjoyment, happiness and fame. By associating Chris Brown with many famous and wealthy people, not only from the music business but from other professions too it helps reinforce his star image further (despite him already being a big celebrity). The lyrics and song name seem to be somewhat represented on screen; there is no footage of people being sad, or unattractive people – only shots of people enjoying themselves, this helps generate an even more uplifting mood to the track perhaps.

The video itself is entirely a montage edit (a common format for modern music videos). It involves lots of close-up and mid shots of celebrities and clothes, with Chris Brown getting prevalence on screen as the singer. These shots are also integrated with longshots of parties and DJ sets; the video is also shot more or less entirely at night. These features help to create a happy and positive vibe around both the song and the video (also helped by the fact the track is a dance song), encouraging people to enjoy and “live their lives” as the lyrics state. 

Genre and Narrative:

This video does follow the conventions of dance/club music videos in that they are often montage edits – as this is. Lyrics and visuals are somewhat linked in that they are about people living their lives and enjoying themselves; as displayed in the visuals shown on screen. The video also involves focus on performance of the artists – Benny Benassi and Chris Brown, therefore conforming to typical features of a music video. Other than these elements the video carries little message or meaning behind it other than just a glimpse at the lives of the people displayed.

If anything this video is an example of an amplified music video: the visuals are exaggerations of the words in the song, this works well seeing as the few lyrics the song has are just repeated, meaning a montage rather than a narrative is better suited. Although this video is Postmodern as it is using a relatively new concept (montage music videos), I do not believe it can be called art as it not accomplishing anything particularly challenging and there is no message or meaning behind it, it is not challenging or conflicting any ideologies in particular and if it does, then it probably doesn’t mean to.

Diplo ft Nicky Da B – Express Yourself

Representation:

This video displays the artists as being very bizarre and unique, reinforced by the shots of other various “unique” people. The characters are represented as very raw somewhat gritty, helped by the location and surroundings as well as the saturation being turned up slightly. This makes the viewer see the artists as much more real people as they are not submitting to materialisation, commodification etc. but instead displaying what life is like living in a place like New Orleans. Thus causing viewers/listeners to see the artists as more genuine and authentic perhaps; giving them a positive reputation and maybe helping to sell their music.

Many social groups are displayed in the video; male, female, old, young, black white etc. none represented as better or worse than one another.  Nearly all people in the video are Afro Caribbean, not only because most of the population of New Orleans is Afro Caribbean but also because the genre of music comes from black culture. Not only this but both gay and straight people are represented as integrated and equal in the video - the featuring artist being homosexual and clearly displayed as homosexual reinforces this, as well as other men in the video acting in a feminine manner i.e. usually in videos in this genre only women can be seen dancing sexually and suggestively, whereas in this video both genders dance the same way perhaps challenging the common stereotype that only women are overtly sexualised in music videos. This video objectifies and dismembers females - challenging the modern dominant ideology that women are equal and should not be treated as subordinate.

 Institution & audience:

This video can be consumed via YouTube, Facebook, Twitter and other sites e.g. the artist or record label’s website, all of which will promote the artists and the label. Due to the video being relatively unique and bizarre I would imagine the viewing style would be ambient. In this case the record label (owned by Diplo) Mad Decent would fund and shoot the video, although costs would be relatively small for a movie such as this. The label can then promote the artist(s) via their own site or channels on other websites, where they store/showcase all their other material; for example many record labels (including Mad Decent) have YouTube accounts/channels where they can do this.